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Sunfeast Mom’s Magic Shines reimagines Diwali Rangolis
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Friday, 06 November, 2026, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Diwali is a time when homes come alive with colour, and rangoli adds a personal touch to the festive celebrations. ITC’s Sunfeast Mom’s Magic this year is designed as a shiny butter biscuit. It has brought in a new twist to the tradition with ‘Shines Wali Rangoli’.
The initiative invites consumers to create rangoli designs inspired by the biscuit's distinctive shape, transforming an iconic product feature into a festive expression of creativity. Since its launch, Mom’s Magic Shines has witnessed a strong consumer response, with its shiny appearance, buttery taste and distinctive shape resonating strongly with consumers.
During the Diwali week, consumers who place orders on Zepto in Delhi will receive a special envelope containing a Shines-shaped rangoli stencil and a complimentary pack of Mom’s Magic Shines. The initiative brings together a familiar festive ritual and the biscuit’s distinctive shape, giving consumers a new way to add their own creative touch to their Diwali celebrations. Consumers can share their ‘Shines Wali Rangoli’ creations via WhatsApp for a chance to win Amazon vouchers worth Rs 10,000.
Commenting on the initiative, Suraj Kathuria, VP and Head of Marketing, Biscuits, Foods Division, ITC said, “Mom's Magic Shines is instantly recognizable by its distinctive shape. With 'Shines Wali Rangoli', we wanted to celebrate this unique product feature in a way that feels relevant to Diwali. By transforming the biscuit's iconic shape into a rangoli stencil, we're inviting consumers to take part in a cherished festive tradition and express their creativity.”
Through 'Shines Wali Rangoli', Sunfeast Mom's Magic Shines is turning its iconic biscuit shape into a festive canvas for creativity, bringing the brand closer to consumers during one of India's most celebrated festivals, he added.
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